Writing a mission statement for your business

A Mission statement is more than just words compiled together to form a sentence. It is the core goal of what the employer wants its customers to believe. It shows the direction of the company. It commands attention. It defines the goals and ethos of the company. It is an important statement. 

A mission statement is a message that a company wants to convey to its loyal clients. It is about the business and customers, products and services, marketing and brand, all combined. Just like the Walt Disney Company who included the idea of profitability in their mission statement. This is an important part of business, but some people read it and thought that Disney is just a money making company.  People can take different meanings from the messages you put out there.


The mission of The Walt Disney Company is to entertain, inform and inspire people around the globe through the power of unparalleled storytelling, reflecting the iconic brands, creative minds and innovative technologies that make ours the world’s premier entertainment company.

In the United Kingdom, there were more than 2.1 million freelancers in the year 2019. The freelance sector has seen a 53 per cent increase over the last decade. With the on-going demand of the freelancing sector, what do this mean for you to write a mission statement? 

One may even ask if mission statements are only applicable to big companies but let me tell you this, having that kind of thinking is wrong. Why? Mission statements are not for your clients but they are more for you – they reflect what you stand for and guide you in the decisions you will make.  They define your goals, and keep you focused on the path to success.

How to write a mission statement?
  1. Ask WHO – determine who you are writing the mission statement for and most importantly, determine the people you will be serving. 
  1. Ask WHAT – be clear with your product or services. Know what demands or problems you are solving. 
  1. Ask WHY – answer the reason you are doing this business. Why are you producing the work you produce?
  1. Ask HOW – this is not how you do your business in a technical aspect but more of answering the core value of your business. How are offering a deeper sense of value to your clients. 

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